An advertisement will be a good one - that is if the headline is really a "stopper."

If the headline is a good one, it is a relatively simple matter to write the copy.

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.